What Travel Tech Needs to Stop Doing and What Travel Brands Should Start

This is a short recap of my solo LinkedIn Live session on why this disconnect matters and what I’m doing to help fix it with Tech4Travel.

Watch the full episode here:
https://www.youtube.com/watch?v=aiL3okfbOeQ

The Gap

Travel tech has the tools.
Travel brands have the demand.
The problem? They rarely speak the same language.

• Brands are overwhelmed with options.

• Tech companies struggle to explain what they solve.

• And travelers are moving faster than both sides combined.

1. Travel Tech: What Needs to Change

Too many platforms are still stuck in:

• Jargon-heavy decks

• Feature-loaded demos

• Cold sales with no value upfront

Here’s what works instead:

• Talk about outcomes, not backend features

• Lead with ROI and clear use cases

• Build long-term trust, not short-term transactions

• Use LinkedIn content to educate, not just pitch

• Position yourself as a partner, not a tool

2. Travel Brands: How to Choose Smarter

Tourism teams are drowning in tools and noise.

Many are defaulting to:

• Shiny objects with no clear ROI

• Long sales processes with zero implementation support

• Buying based on hype instead of need

Here’s what to do in 2026:

• Define what you actually need: efficiency, revenue, guest experience

• Start with micro pilots, not 12-month contracts

• Ask vendors for proof: results, case studies, benchmarks

• Choose platforms that support your team after the sale

• Focus on tech your team will actually use

3. Why I Built Tech4Travel

This disconnect is why I launched Tech4Travel →
https://tech4travel.preview.softr.app/

It’s a curated B2B marketplace (not a community, at least not yet) designed to connect vetted travel tech vendors with real tourism decision-makers.

The goal:

• Help travel brands filter faster and pick tools that fit

• Give travel tech companies a better path to visibility and leads

• Create real collaboration, not just marketing noise

The beta version is live, and I’m inviting early users now.

DM me “Marketplace” if you want early access.

4. Final Takeaways

2026 will reward focus, not noise.

Here’s what both sides should remember:

• Lead with problems, not products

• Educate before you sell or buy

• Collaborate, or get left behind

Are you seeing this gap from your side, as a brand, tech vendor, or advisor?

Drop your take in the comments or reach out if you want to join the Tech4Travel beta.

And if you missed the live, you can watch it here:
https://www.youtube.com/watch?v=aiL3okfbOeQ

Why You’re Receiving This

You’re receiving this because you are part of my LinkedIn network. If you prefer not to receive these updates, you can always unsubscribe.

That said, I see this as a great opportunity for all of us to connect, share ideas, and make the most of these exciting changes in tourism.

After all, more minds are better than one! 🙌

Kind regards,
Ivan Ivanovic
https://www.linkedin.com/in/ivan-ivanovic-marketing/